{"id":29296,"date":"2020-12-20T03:57:03","date_gmt":"2020-12-20T08:57:03","guid":{"rendered":"https:\/\/hearts-sciencecom.local\/?p=29296"},"modified":"2021-12-22T15:31:33","modified_gmt":"2021-12-22T20:31:33","slug":"facebook-i-offensiven-mod-apple-men-det-er-skoenne-spildte-kraefter","status":"publish","type":"post","link":"https:\/\/hearts-science.com\/da\/facebook-i-offensiven-mod-apple-men-det-er-skoenne-spildte-kraefter\/","title":{"rendered":"Facebook i offensiven mod Apple. Men det er sk\u00f8nne spildte kr\u00e6fter."},"content":{"rendered":"

Facebook retter skarp kritik mod kommende Apple iOS opdatering<\/strong>
\nSom det seneste i en l\u00e6ngerevarende tvist mellem Facebook og Apple har Facebook offentliggjort et blogindl\u00e6g og indrykket flere avisannoncer, der kritiserer Apples kommende \u00e6ndringer til iOS 14 (som nok bliver ved version iOS 14.4). I l\u00f8bet af 2021 vil Apples iOS tvinge apps til at bede brugerne om samtykke, hvis de vil kunne tracke annonceringen.
\nDet forventes, at langt de fleste brugere vil afvise det samtykke, hvilket betyder, at apps ikke kan tilbyde tilpassede annoncer eller v\u00e6re i stand til at tracke annonceeffekterne. Facebook siger, at denne opdatering fra Apple i alvorlig grad vil p\u00e5virke millioner af sm\u00e5 virksomheders evne til at drive deres forretning. Apple siger omvendte, at de tilbyder brugerne et bedre valg vedr\u00f8rende deres privatlivsindstillinger. Vi dykker her lidt mere ned i udmeldingen fra Facebook, og hvordan man som annonc\u00f8r skal forholde sig til situationen.<\/p>\n

Den skarpe kritik fra Facebook mod Apple<\/strong>
\nTilbage i august annoncerede Apple for f\u00f8rste gang, at de ville gennemf\u00f8re en opdatering til iOS 14, hvor der nu blive kr\u00e6vet samtykke fra brugerne, for at app-ejer, annonc\u00f8r og annoncenetv\u00e6rk kan identificere brugerne tv\u00e6rs via identifikationsn\u00f8glen IDFA. Derfor er det ogs\u00e5 helt ventet, at Facebook reagerer p\u00e5 den kommende opdatering fra Apple.
\nDen 16. december 2020 offentliggjorde Facebook s\u00e5ledes et blogindl\u00e6g og k\u00f8rte annoncer i flere nyhedsmedier, hvor de erkl\u00e6rede at \u201dFacebook is speaking up for small businesses. Apple\u2019s new iOS 14 policy will have a harmful impact on many small businesses that are struggling to stay afloat and on the free internet that we all rely on more than ever.\u201d Opdateringen til iOS er uden tvivl et omfattende problem for Facebook, og de har alts\u00e5 valgt at skubbe de mindre virksomheder forrest i kampen mod Apple.
\nFra Facebooks blogindl\u00e6g kan deres synspunkter kort fremh\u00e6ves som nedenfor (https:\/\/www.facebook.com\/business\/news\/ios-14-apple-privacy-update-impacts-small-business-ads<\/a>).<\/p>\n

    \n
  1. [Apple are] creating a policy \u2014 enforced via iOS 14\u2019s AppTrackingTransparency \u2014 that\u2019s about profit, not privacy. It will force businesses to turn to subscriptions and other in-app payments for revenue, meaning Apple will profit and many free services will have to start charging or exit the market.<\/li>\n
  2. [Apple are] hurting small businesses and publishers who are already struggling in a pandemic. These changes will directly affect their ability to use their advertising budgets efficiently and effectively. [Facebook] studies show, without personalized ads powered by their own data, small businesses could see a cut of over 60% of website sales from ads. [Facebook] do not anticipate the proposed iOS 14 changes to cause a full loss of personalization but rather a move in that direction over the longer term.<\/li>\n
  3. [Apple are] not playing by their own rules. Apple\u2019s own personalized ad platform is not subject to the new iOS 14 policy.<\/li>\n
  4. [Facebook] disagree with Apple\u2019s approach, yet [Facebook] have no choice but to show their prompt. If [Facebook} does not, [Facebook will] face retaliation from Apple, which could only further harm the businesses [Facebook] want to support. [Facebook] cannot take that risk.<\/li>\n<\/ol>\n

    Apple har selvf\u00f8lgelig ogs\u00e5 udsendt en moderkl\u00e6ring om, at \u201c[Apple] believe that this is a simple matter of standing up for our users. Users should know when their data is being collected and shared across other apps and websites -and they should have the choice to allow that or not. App Tracking Transparency in iOS 14 does not require Facebook to change its approach to tracking users and creating targeted advertising, it simply requires they give users a choice.\u201d
    \nS\u00e5 fronterne er trukket skarpt op med Facebook og de mindre erhvervsdrivende p\u00e5 den ene side og Apple og den generelle beskyttelse af brugernes privatliv p\u00e5 den anden side.<\/p>\n

    Hvad er implikationerne af debatten og \u00e6ndringerne ved iOS 14.4?<\/strong>
    \nI vores optik vil implikationerne for apps v\u00e6re p\u00e5 linje med de tilsvarende, som vi ser i forbindelse med begr\u00e6nsningerne i brugen af tredjeparts cookies i browserne. I lyset af de implikationer m\u00e5 der derfor ogs\u00e5 siges at have v\u00e6ret meget begr\u00e6nset bev\u00e5genhed i dansk presse omkring problemstillingen.
    \nSp\u00f8rgsm\u00e5let er, om Facebook med deres presseindsats nu kommer til at s\u00e6tte tingene i et nyt lys og \u00e6ndre p\u00e5 beslutningen fra Apple. Det er ikke vores forventning, og det er generelt heller ikke forventningerne hos andre brancheeksperter i industrien. Vi forventer, at Facebooks offentlige angreb mod Apple i sidste ende vil v\u00e6re frugtesl\u00f8st, da det hverken vil \u00e6ndre Apples holdning til problemstillingen eller vil f\u00e5 politiske beslutningstagere i USA og EU til at reagere mod Apple.
    \nSamtidig med \u00e6ndringerne til Apples tvungne brug af samtykker i apps, s\u00e5 kommer der flere kritiske tekniske \u00e6ndringer i de n\u00e6ste par \u00e5r omkring brugernes privatliv, og virksomheder skal forberede sig p\u00e5 dette. Som bekendt fjerner Google brugen af tredjeparts cookies i Chrome ved indgangen til 2022, og der vil generelt v\u00e6re stadig st\u00f8rre fokus p\u00e5 implementering af privatlivsbestemmelserne under GDPR og CCPA. Det er s\u00e5ledes ogs\u00e5 vores forventning, at Google vil f\u00f8lge trop og implementere tilsvarende samtykker i Android apps, som Apple nu kommer til at implementere i iOS apps.<\/p>\n

    Hvordan skal man som annonc\u00f8r forberede sig p\u00e5 \u00e6ndringerne?<\/strong>
    \nI tiden hen mod opdateringen til iOS 14.4 vil vi udkomme med en artikelr\u00e6kke om, hvordan man som annonc\u00f8r skal forholde sig til de kommende \u00e6ndringer og forventede begr\u00e6nsninger til brugen af IDFA i markedsf\u00f8ringen.
    \nHer p\u00e5 kort sigt vil vi fremh\u00e6ve de centrale anbefalinger, som Facebook lige nu deler med alle annonc\u00f8rer p\u00e5 deres annonceplatform. Det vil sikre, at man som annonc\u00f8r er bedst muligt stillet ved brug af dels de formentlig begr\u00e6nsede data og dels de seneste muligheder p\u00e5 Facebook annonceplatformen.<\/p>\n

      \n
    • Hvis man som annonc\u00f8r anvender Facebook\u2019 SDK i sin app, skal man sikre sig, at man anvende den nyeste SDK, version 8.1 eller nyere. Dette er ogs\u00e5 g\u00e6ldende for alle andre marketing SDK\u2019er.<\/li>\n
    • Hvis man som annonc\u00f8r anvender Facebook-pixel, skal dom\u00e6net i Business Manager v\u00e6re verificeret.<\/li>\n
    • Endeligt skal du som annonc\u00f8r overveje brugen af \u200b\u200bFacebook Conversion API (CAPI) med henblik p\u00e5 at bevare de vigtigste signaler, der sendes fra annonc\u00f8rens website til Facebook. CAPI vil v\u00e6re en af \u200b\u200bde vigtigste initiativer for en annonc\u00f8r i samarbejdet med Facebook i 2021. Vi vender i en af de opf\u00f8lgende artikler tilbage med mere vejledning om, hvordan man som annonc\u00f8r skal konfigurere og anvende CAPI i 2021. Men CAPI er dog i sig selv ikke l\u00f8sningen p\u00e5 Apples \u00e6ndringer til iOS.<\/li>\n<\/ul>\n

      P\u00e5 mellemlang til lang sigt skal som annonc\u00f8r generelt forberede sig p\u00e5 at operere i et digitalt annonce\u00f8kosystem, hvor kunderne og forbrugerne er mere opm\u00e6rksomme p\u00e5 indsamlingen af \u200b\u200bpersonlige data og deres rettigheder i forhold til disse. Derfor vil vi i 2021 og de kommende \u00e5r ogs\u00e5 arbejde sammen med vores annonc\u00f8rer om at skabe strategier for annonceindk\u00f8bet, som er tilpasset den virkelighed.
      \nI de nye strategier vil der s\u00e6rligt v\u00e6re tre omr\u00e5der, som man som annonc\u00f8r skal have indarbejdet.<\/p>\n

        \n
      1. For det f\u00f8rste vil der v\u00e6re en langt st\u00f8rre brug af egne f\u00f8rstepartsdata b\u00e5de direkte og indirekte i den markedsvendte markedsf\u00f8ring.<\/li>\n
      2. For det andet vil begr\u00e6nsningen i de tilg\u00e6ngelige data lede til stadig mere fokus p\u00e5 den kontekstuelle annoncering.<\/li>\n
      3. Endeligt for det tredje vil det blive stadig mere n\u00f8dvendigt at g\u00f8re brug af en holistisk og uafh\u00e6ngig digital attribuering samt anvende de s\u00e5kaldte \u2019clean rooms\u2019 hos de forskellige annonceplatforme til at skabe bedre indsigter.<\/li>\n<\/ol>\n

        Det er som sagt emner, vi vender tilbage til.
        \nHar du her og nu sp\u00f8rgsm\u00e5l til ovenst\u00e5ende og de kommende \u00e6ndringer fra Apple i iOS 14.4, s\u00e5 er du naturligvis velkommen til at r\u00e6kke ud os.<\/p>\n","protected":false},"excerpt":{"rendered":"

        Facebook retter skarp kritik mod kommende Apple iOS opdatering Som det seneste i en l\u00e6ngerevarende tvist mellem Facebook og Apple har Facebook offentliggjort et blogindl\u00e6g og indrykket flere avisannoncer, der kritiserer Apples kommende \u00e6ndringer til iOS 14 (som nok bliver ved version iOS 14.4). I l\u00f8bet af 2021 vil Apples iOS tvinge apps til at […]<\/p>\n","protected":false},"author":26,"featured_media":29297,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[9],"tags":[],"class_list":["post-29296","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industry-insights-da"],"acf":[],"yoast_head":"\nFacebook i offensiven mod Apple. Men det er sk\u00f8nne spildte kr\u00e6fter. – Hearts & Science<\/title>\n<meta name=\"description\" content=\"I 2021 vil Apples iOS tvinge apps til at bede brugerne om samtykke, hvis de vil kunne tracke annonceringen. L\u00e6s mere her.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hearts-science.com\/da\/facebook-i-offensiven-mod-apple-men-det-er-skoenne-spildte-kraefter\/\" \/>\n<meta property=\"og:locale\" content=\"da_DK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Facebook i offensiven mod Apple. Men det er sk\u00f8nne spildte kr\u00e6fter. – Hearts & Science\" \/>\n<meta property=\"og:description\" content=\"I 2021 vil Apples iOS tvinge apps til at bede brugerne om samtykke, hvis de vil kunne tracke annonceringen. 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